1. Brand Content,
(Sponsored) Stories and
Community Management
A 12-Step Checklist to Jumpstart Your Social Program
(srsly?)

2. Mathias Beke Michiel Noens
POE Manager Digital Expert

3. first step /
know your social media landscape

4. first step / know your social media landscape

5. first step / know your social media landscape
• 78% REACH • 12% REACH
• 4,7 MILLION USERS (ComScore) – 4,4 MILLION (Facebook) • 0,7 MILLION USERS (ComScore)
• 67% REACH • 10% REACH
• 4 MILLION USERS (ComScore) • 0,6 MILLION USERS (ComScore) – 0,3 MILLION (estimate)
• 12% REACH • 12,5% REACH
• 0,7 MILLION USERS (ComScore) • 0,7 MILLION USERS (ComScore) - 1,1 MILLION (LinkedIn)
Source : ComScore December 2011

6. first step / know your social media landscape
Source : Facebook Internal Data, Oct 2011

7. first step / know your social media landscape
Source : ComScore Consumption Data for Europe, Oct 2011

8. second step /
understand the opportunities social networks represent
jump on them when you have the chance

9. second step / understand the opportunities social networks represent
50%
of social network users
are connected to brands
Awareness, reach
44%
is asking to take part in co-creation
of products & advertising
Product development
42%
had a conversation with a brand Engagement, experience
via social media
36%
posted content about a brand
on social networks
Advocacy, recommendation
Source : InSites Consulting October - 2011

10. third step /
stop, look and listen
Your brand is what your customers say it is

11. Third step / stop, look and listen
 Evaluate your social media presence, find out what your brand stands for
 Who's talking about your brand, your company, your category?
 Where are they? What are they saying?
 What are your customers ready for? How will your customers engage? What
are they already doing?
There are lots of tools out there to measure this. From free to apparently expensive, from noisy results to
humanly qualified analysis, we can recommend you an adapted tool according to your goal

12. Got social vibrancy?
> Move forward if people love your brand, see what's already out there, build on it

13. If not, don't give up
Got social vibrancy?too easily!
> Move forward if discover love your brand, see what's already out there, build on it
> challenge yourself to people if there are conversations to be added
> You don't have to be social to be social, no matter what category you are in,
you can you create a message that will drive people to socialize around it
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14. fourth step /
define your goals
Successful social program start
with clear objectives

15. fourth step / define your goals
Key roles and their So Me objectives
Roles Social program objectives
Research Listening
Marketing Talking
Sales Energizing
Support Supporting
Development Embracing
Source : Forrester Research

16. fourth step / define your goals
Listening
Learning from what
your customers are
saying
Source : Forrester Research

17. fourth step / define your goals
Talking
Two-way
conversation,
not just shouting
Source : Forrester Research

18. fourth step / define your goals
Energizing
Helping your
best customers
to recruit others
Source : Forrester Research

19. fourth step / define your goals
Supporting
Enabling
your customers
to support
each other
Source : Forrester Research

20. fourth step / define your goals
Embracing
Involving
customers
in your
product
development
Source : Forrester Research

21. fifth step /
create a plan that starts small but has room to grow

22. fifth step / create a plan that starts small but has room to grow
 Define your channel set up
 Figure out who’s speaking and what the tone of voice is
Make sure it stays consistent
 Prefer quality to quantity
 Clearly define your success criteria upfront

23. sixth step /
build a reputation system and results dashboard
according to defined goals

24. sixth step / build a reputation system and results dashboard
 Measure:
 Brand impact
 Cross-channel interaction metrics
 Traffic
 Conversion
 Money saved on customer service
 Customer satisfaction and loyalty
 Sales

25. seventh step /
use great care in selecting your technology and partners

26. seventh step / use great care in selecting your technology and partners
You don’t want to #fail

27. eighth step /
create a presence that encourages interaction
Do not shout

28. eighth step / create a presence that encourages interaction
 What is the value exchange? What does the consumer get in exchange
for its interactions with your brand or campaign?
 What will you put on your fan page? How will you respond to wall
postings? What interactive elements will you provide so people can
interact?
 Are you not hammering?

29. ninth step /
drive success through POE approach
P O E
ADVERTISING IN MEDIA (TV, OPINION OF FRIENDS &
WEB SITES,
INTERNET, RADIO, OUTDOOR, FAMILY, WORD-OF-MOUTH,
POINT OF SALES.
PRESS) SOCIAL NETWORKS
MAILINGS, E-MAILINGS, OPINION OF SURFERS (BLOGS,
FORUMS)

30. ninth step / drive success through POE approach
 Integrate social plugin in your website with earned mentions
 Integrate website in your fanpage
 Drive traffic from paid media to your fanpage/website
 Use community to extend the reach of your messages
 Social + Advertising = Facebook Premium Ads
P O E

31. ninth step / drive success through POE approach
 Facebook Advertising Space Unit (ASU) formats:
 Like ads
 Sponsored stories
 Page post ads
 Poll ads
 Event ads

32. ninth step / drive success through POE approach
Facebook Standard Ads

33. ninth step / drive success through POE approach
Facebook Standard Ads
Standard Ads can link to sites outside of Facebook, giving you the option to drive
conversions to other sites

34. ninth step / drive success through POE approach
Facebook Like Ads
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35. ninth step / drive success through POE approach
Facebook Like Ads
Like Ads drive engagement by letting people see which of their friends have already
liked your business

36. ninth step / drive success through POE approach
The Power of Friends

37. ninth step / drive success through POE approach
Sponsored Stories

38. ninth step / drive success through POE approach
Sponsored Stories
People are naturally interested in things their friends care about
With Sponsored Stories, you can increase the visibility of these powerful interactions
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39. ninth step / drive success through POE approach
Page Post Ads

40. ninth step / drive success through POE approach
Page Post Ads
Anything you post on your fanpage can be turned into a Page Post Ad:
status updates, videos, photos, questions, links, and events

41. ninth step / drive success through POE approach
Poll Ads
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42. ninth step / drive success through POE approach
Poll Ads
Poll Ads encourage interaction with your brand by asking a question and letting
people instantly see the results
42

43. ninth step / drive success through POE approach
Event Ads
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44. ninth step / drive success through POE approach
Event Ads
Invite people to RSVP to an event and let them spread the word on your behalf.
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46. ninth step / drive success through POE approach
General Ads Optimization Strategy
 Driving Traffic (Direct Response & Brand Awareness)
 Targeting
 Unique
 Simplicity (Keep it simple)
 Call To Action
 Destination Page Advertising & Platform Side
Destination Side

47. ninth step / drive success through POE approach
Targeting overview
Segment & Hypertarget
Leverage Targeting Options:
Demo and Target by: Country, state, province or
Geo city
targeting
Target by: Gender, age, birthday,
relationship status, language
Workplace and
Education
targeting Target by: Workplace, education,
preferred language
Likes and
Interests Target by: Favorite TV shows, movies,
targeting books, music, hobbies, religion,
political views

48. ninth step / drive success through POE approach
Multi-Testing
Test multiple creatives and compare results
.

49. ninth step / drive success through POE approach
Compare CTRs, CPCs and conversions
Can
significantly
increase CTR
and lower
CPC
Compare CTR + CPC and analyze the impact of creative changes
on your ad performances and on your conversions.
*CTR is Click Through rate
*CPC is Cost Per Click

50. ninth step / drive success through POE approach
Refresh your creative (every 10-12 days)

51. tenth step /
reach out to your most active customers

52. tenth step / reach out to your most active customers
 Identify and empower your advocates, arming them with the appropriate
tools to effectively talk about your brands

53. eleventh step /
monitor, engage and answer evenings and weekends too
Source : Volkswagen Belgium

54. eleventh step / monitor, engage and answer evenings and weekends too
 Don't constantly defend your brand
it's impossible to respond to every single comment, but truly address the
issues an empower a community that will rise to your defense

55. twelfth step /
plan for the next step and for the long term
Fuel longevity
Don't think in terms of one-off
campaigns but how you can fuel
an ongoing social presence